Book 4: Market Launch

DRAFT FOR DISCUSSION

MARKET LAUNCH • PROVIDENCE VILLAGE AT STERLING RANCH

AWARENESS, POSITIONING, ENGAGEMENT AND CULTIVATION

Preface

PRESENTED HERE are the market initiatives, strategies, and creative messaging required to successfully launch Providence Village at Sterling Ranch, Colorado.

INCLUDED HERE are promotional opportunities and integrated marketing communications to support, compliment and augment participating builder marketing and sales efforts.

WHAT IS HERE will be measured and monitored for effectiveness and ongoing, iterative enhancements will be made.

2 | Sterling Ranch | Providence Village Marketing Plan

Table of Contents

Strategic Premise . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Community Internet Presence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 REALTOR速 Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Print and Digital Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Experiential Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Marketing Signage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Marketing Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Visitor Center . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 STEWARD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Tracking Monitoring Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 Providence Village Marketing Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54

Sterling Ranch | Providence Village Marketing Plan | 3

Strategic Premise The following plan utilizes four foundational objectives:

1 4 AWARENESS

4 4 CULTIVATION

Generate awareness among targeted audiences.

Cultivate interest and engagement on behalf of creating momentum for prospect sales track.

2 4 POSITIONING

3 4 ENGAGEMENT

Properly position Sterling Ranch and establish public perceptions aligned with community brand proposition.

Engage interested prospects in a compelling and gratifying way.

4 | Sterling Ranch | Providence Village Marketing Plan

Community Internet Presence

Sterling Ranch | Providence Village Marketing Plan | 5

C O MMU N I T Y I N T E R N E T P R E S E N C E :

Phases Launched in two parallel phases with continuity of design and experience, the Sterling Ranch community website emotively expresses the story and vision behind this one-of-a-kind community by giving prospects a glimpse of the future resident experience..

PHASE TWO

Community Marketing Site

The Community Site

A. Tentative March/April 2015 Showcase community story, resident experience, and cultivation of targeted audiences.

Built off of the same design and wireframe as Phase I, the Community Website continually markets to cultivated and new audiences.

Differentiation is found in resident access portals and relevant information regarding next Village(s).

B. Tentative October 2015 Introduction of builders, home product, and selling premise of products.

Continual engagement with previouslyacquired audiences, and attraction of new audiences.

C. Tentative January 2016 More information on product, product availability, links to builder websites, and representation of community amenities.

6 | Sterling Ranch | Providence Village Marketing Plan

O N G O I N G

PHASE ONE

C O MMU N I T Y I N T E R N E T P R E S E N C E :

Collaborative Team

•

Overall brand governance – ongoing

•

Website development (back-end and front-end)

•

Visitor experience/look and feel

•

Database development and management

•

Brand-aligned content

•

User interface and experience development

•

Ongoing web site maintenance and management

Sterling Ranch | Providence Village Marketing Plan | 7

C O MMU N I T Y I N T E R N E T P R E S E N C E :

Strategy THE PROPOSED INTERNET PRESENCE UTILIZES TWO KEY CONCEPTS: •

An entertaining, visitor-centric format that offers a compelling presentation of the lifestyle

that awaits future residents. •

A resident-like experience that showcases the features, amenities and

applied innovations of Sterling Ranch.

8 | Sterling Ranch | Providence Village Marketing Plan

C O MMU N I T Y I N T E R N E T P R E S E N C E :

Look & Feel A Parallax design will be

PROVIDENCE VILLAGE

FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

utilized, giving visitors a self-directed, entertaining and compelling experience.

THE NATURE OF

Participating Builders will

SCROLL

be properly introduced, and opportunities for Videos, social

prospect engagement and inquiries will be designed

THE WISE, WATCHFUL USE OF RESOURCES POWERS AN ILLUMINATED LIFE

at every opportunity.

Action and movement

media updates and news

Resource VIRTUAL TOUR

repository for

INTERACTIVE SITE MAP

as visitor continues to

interactive

scroll through website

site map, trail maps and other community features LIFE’S WATER IS SUSTAINABLE HERE – IMMERSED IN A BODY OF THOUGHTFUL DESIGN

Visual experience demonstrating lifestyles available at Sterling Ranch

TH E NATU R E O F B EING

THE TRENDSETTER LIVE THE NATURE OF YOUR SURROUNDINGS.

PROVIDENCE VILLAGE

LIVE A NEW DEFINITION OF THE NATURE OF YOUR DAY. FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

Sterling Ranch | Providence Village Marketing Plan | 9

C O MMU N I T Y I N T E R N E T P R E S E N C E :

Look & Feel As the prospect scrolls through the website, brand-centric message pillars, such as “The Nature of Energy” shown here, open to provide engaging movement and more detailed information about the unique offerings of Providence Village at Sterling Ranch, Colorado.

PROVIDENCE VILLAGE

FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

FOR REALTORS

DIRECTIONS

CONTACT US

T H E W I S E , WAT CH F U L U S E O F R E S O U R CE S P OWE R S A N I L L U M I N AT E D L I F E

THE NATURE OF SCROLL

PROVIDENCE VILLAGE

FIND YOUR HOME

THE NATURE OF SCROLL SCROLL

TH E W ISE , WATC H F U L U SE O F R E SO U R C E S

TPHOW E WEIRSSE , AWAT N CHFUL U S EILO LF URME IN S OATE U R CDE SL IF E P OW E R S A N I L L U M I N AT E D L I F E

SCROLL

L O R E M IP SU M D O L O R SIT A M E T, C O N SE C TE TU E T H E W I S E , WAT C H F U L USE OF RESOURCES P OW E R S A N I L L U M I N AT E D L I F E

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L I F E ’ S WAT E R I S S U S TA I N A B L E H E R E – I M M E R S E D I N A B O DY OF THOUGHTFUL DESIGN Engaging Connectivity

Growing Intelligently Forward

THE N ATURE OF BEI NG

THE TRENDSETTER L I F E ’ S WAT E R I S S U S TA I N A B L E H E R E – L I V E T H E N AT U R E I M M E R S E D I N A B O DY OF YOUR OF THOUGHTFUL DESIGN SURROUNDINGS. LIVE A NEW E F ING NITION OF THE N ATURE OFDBEI T H E N AT U R E O F Y O U R DAY.

THE TRENDSETTER

PROVIDENCE VILLAGE

L I V E T H E N AT U R E OF YOUR SURROUNDINGS.

PROVIDENCE VILLAGE

FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

L ORE M IPSUM DOL OR SIT AME T, CONSE CTE TU E

LIVE A NEW DEFINITION OF T H E N AT U R E O F Y O U R DAY. FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

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Engaging Connectivity

10 | Sterling Ranch | Providence Village Marketing Plan

Growing Intelligently Forward

C O MMU N I T Y I N T E R N E T P R E S E N C E :

Look & Feel

T H E WI S E , WAT CH F U L USE OF RESOURCES POW E R S A N I L L U M I N AT E D L I F E PROVIDENCE VILLAGE

FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

SCROLL

THE NATURE OF SCROLL

PROVIDENCE VILLAGE

WII S E , WAT CCHH F U L THE W U S E O F R E S O U R CCEE S PPOWE OW E R S AANN I L L U M I N AT E D L I F E

FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

SCROLL

THE NATURE OF L O R E M I PS U M D O L O R S I T AM E T, CO N S E CT E T U E

SCROLL

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T H E W I S E , WAT C H F U L USE OF RESOURCES P OW E R S A N I L L U M I N AT E D L I F E

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L I F E ’ S WAT E R I S S U S TA I N A B L E H E R E – I M M E R S E D I N A B O DY OF THOUGHTFUL DESIGN

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THE N ATURE OF BEI NG

THE TRENDSETTER Engaging Connectivity

L I V E T H E N AT U R E OF YOUR SURROUNDINGS.

PROVIDENCE VILLAGE

Growing Intelligently Forward

LIVE A NEW DEFINITION OF LT HI FEE ’NSATWAT U R EE RO FI S SY OU US TA INABLE HERE – R DAY. I M M E R S E D I N A B O DY OF THOUGHTFUL DESIGN

FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

THE N ATURE OF BEI NG

THE TRENDSETTER L I V E T H E N AT U R E OF YOUR SURROUNDINGS.

PROVIDENCE VILLAGE

L ORE M IPSUM D O L O R SIT AME T, CO N S E CT E T U E

FOR REALTORS

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LIVE A NEW DEFINITION OF T H E N AT U R E O F Y O U R DAY. FIND YOUR HOME

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DIRECTIONS

CONTACT US

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Engaging Connectivity

Growing Intelligently Forward

Sterling Ranch | Providence Village Marketing Plan | 11

C O MMU N I T Y I N T E R N E T P R E S E N C E :

Look & Feel

PROVIDENCE VILLAGE

FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

THE NATURE OF SCROLL

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PROVIDENCE VILLAGE

FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

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THE NATURE OF

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T H E WI S E , WAT CH F U L USE OF RESOURCES POW E R S A N I L L U M I N AT E D L I F E

SCROLL

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UI MSME EORFS RE DE SIONUAR CBEOSDY PO OW F T EH RO SU GAHNT F U L D E S I G N I L L U M I N AT E D L I F E THE NATURE OF BEI NG

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SCROLL

THE TRENDSETTER

L I V E T H E N AT U R E OF YOUR SURROUNDINGS. Engaging Connectivity

PROVIDENCE VILLAGE

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LIVE A NEW DEFINITION OF T H E N AT U R E O F Y O U R DAY. FIND YOUR HOME

FOR REALTORS

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Growing Intelligently Forward

DIRECTIONS

CONTACT US

L I F E ’ S WAT E R I S S U S TA I N A B L E H E R E – I M M E R S E D I N A B O DY OF THOUGHTFUL DESIGN

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THE NATURE OF BEI NG

THE TRENDSETTER L I V E T H E N AT U R E OF YOUR SURROUNDINGS.

PROVIDENCE VILLAGE

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LIVE A NEW DEFINITION OF T H E N AT U R E O F Y O U R DAY. FIND YOUR HOME

FOR REALTORS

DIRECTIONS

CONTACT US

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SCROLL

Engaging Connectivity

12 | Sterling Ranch | Providence Village Marketing Plan

Growing Intelligently Forward

C O MMU N I T Y I N T E R N E T P R E S E N C E :

Social Media

STRATEGY TO GUIDE SOCIAL MEDIA EFFORTS.

TWO PHASES OF DEPLOYMENT PHASE ONE: • Create accounts on all selected venues and ramp up activity on Facebook, Twitter and Google+ • Before homes are sold, this is primarily a marketing/messaging function • Launch is aligned with Phase I Website

PHASE TWO: • Continue to ramp up activity on all accounts/venues and engage community stakeholders online and offline • As homes are being sold and new residents are moving into the community • Aligned with launch of Phase II Website

• Integration of PR messaging, stories and initiatives into appropriate social media venues.

Sterling Ranch | Providence Village Marketing Plan | 13

REALTOR速

Relations Program

14 | Sterling Ranch | Providence Village Marketing Plan

R EA LTO R R E L AT I O N S P R O G R A M :

Objective & Strategies OBJECTIVE: Position, promote and deliver a comprehensive REALTOR® Relations Program for Sterling Ranch that creates a uniquely gratifying and profitable affinity with real estate professionals.

STRATEGIES: • Develop a comprehensive and elevated source of relevant information for real estate professionals.

• Establish a methodology for two-way communication with real estate professionals to gain market insights and foster brand ambassadorship.

Sterling Ranch | Providence Village Marketing Plan | 15

R EA LTO R R E L AT I O N S P R O G R A M :

Program Name & Premise

R E A LTO R R E S URC E

Respectful. Responsive. Receptive.

We value the important role of REALTORS速 in guiding their clients through the home buying process. As key advisors, REALTORS速 need timely and relevant information about the many

R E A LTO R RES URCE

features of Sterling Ranch, and the remarkable homes coming to this one-of-a-kind community.

We also value their market insights and their first-hand knowledge of our first residents

Respectful. Responsive. Receptive.

R E A LTO R RES URCE

Respectful. Responsive. Receptive.

16 | Sterling Ranch | Providence Village Marketing Plan

inform join

R EA LTO R R E L AT I O N S P R O G R A M :

Program Identity, Focus & Functions For real estate professionals only, REALTOR Resource offers a unique and comprehensive resource of information regarding Sterling Ranch. It is also a platform to engage the REALTOR® community and glean their insights at every opportunity.

INITIAL PROGRAM FUNCTIONS:

• Up-to-date Map

• Recognition for REALTORS®

• eNewsletter Insights

• Core Selling Points

• Social Media Groups

• Sponsorship Opportunities for REALTORS®

• REALTOR® Portal on Website

• Virtual REALTOR® advisory board/eSurvey

• Special Educational Events

forum

Sterling Ranch | Providence Village Marketing Plan | 17

R EA LTO R R E L AT I O N S P R O G R A M :

eMessaging R E A LTO R RE S URCE

Respectful. Responsive. Receptive.

R E A LTO R RES URCE

Respectful. Responsive. Receptive.

eInvite

inform

R E A LTO R RES URCE

join

Respectful. Responsive. Receptive.

R E A LT TH OE RN AT U R E O F RES URCE

C E LEB R ATask ING Respectful. Responsive. Receptive.

T HE P RE M IER E VI LLAG E

R E A LTO R RES URCE

eNewsletter

eSurvey

Respectful. Responsive. Receptive.

R E A LTO R R ES U R C E

Respectful. Responsive. Receptive.

inform

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R E A LTO R R ES U R C E

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Ut wisi enim ad minim veniam, nostrud exerci tation ullamcorper

Respectful. Responsive. Receptive.

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R E A LTO R R ES U R C E

join THE NATURE OF LOREM IPSUM DOLOR SIT AMET, CONSECTETUER

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UT WISI ENIM AD MINIM VENIAM, QUIS NOSTRUD EXERCI Receptive.

TATION ULLAMCORPER Respectful. Responsive.

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FROM 11:00AM TIL 6:00PM

FUN, FOOD AND PRIZES

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PROVIDENCE VILLAGE FEATURED BUILDER: RYLAND HOMES Aadipiscing elit, sed diam nonummy nibh euismod tincidunt ut

R SV P DRIVING DIRECTIONS

|

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CLICK HERE

BUILDER INFO

|

4.

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CONTACT US

Community cultivation events will be promoted and conducted on an on-going basis.

18 | Sterling Ranch | Providence Village Marketing Plan

DRIVING DIRECTIONS

|

BUILDER INFO

|

CONTACT US

Participating builders will be showcased on a frequent and rotating basis.

REALTORS® will be surveyed on an ongoing basis regarding market insights and suggestions.

The intent here is to foster a uniquely respectful and mutually beneficial relationship with the local real estate community.

Print & Digital Media

Sterling Ranch | Providence Village Marketing Plan | 19

P R I N T & D IG I TA L M E D I A :

Magazine Using publications that offer both awareness and positioning opportunities will generate public awareness for the offerings of Sterling Ranch.

B E IN G T H E N AT U R E O F

R E T T E S D N E R T THE

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At the Leading Edge of

Century Communities From the $XXXs Lorem ipsum dolor mide

20 | Sterling Ranch | Providence Village Marketing Plan

Infinity Home Collection From the $XXXs Condi mentum non Vestulum

r

Nature in Southwest Denve

Meritage Homes From the $XXXs Lorem ipsum dolor mide

L I V E ST E R L I N G R A N C H .CO M

Ryland Homes From the $XXXs Condi mentum non Vestulum

Village Homes From the $XXXs Lorem ipsum dolor mide

P R I N T & D IG I TA L M E D I A :

Newspaper Active homebuyers will be a primary focus for both print and digital media. Participating builder offerings will be the primary focus of this messaging.

HO ME S DE SIG NE D FO R YO U. A CO MM UN ITY DE SIG NE D TO TH RIV E. THE NATURE OF STERLI NG RANCH , A NEW

At the Leading Edge of Nature

COMMU NITY DOING AMAZIN G THINGS .

in Southwest Denver

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L I V E ST E R L I N G R A N C H .CO M

Century Communities From the $XXXs Lorem ipsum dolor mide

Infinity Home Collection From the $XXXs Condi mentum non Vestulum

Meritage Homes From the $XXXs Lorem ipsum dolor mide

Ryland Homes From the $XXXs Condi mentum non Vestulum

Village Homes From the $XXXs Lorem ipsum dolor mide

Sterling Ranch | Providence Village Marketing Plan | 21

P R I N T & D IG I TA L M E D I A :

Web Banners Active homebuyers will be targeted utilizing web banners that engage the visitor in the community website experience.

Animated GIF

Y MUNIT M O C NGS I H A NEW T G N

AM DOING

H. PROAC P A W NE $300s MES.

MT O R F S E

O NEW H

HOM

AZI

HE

At the Leading Edge of Nature in Southwest Denver

22 | Sterling Ranch | Providence Village Marketing Plan

P R I N T & D IG I TA L M E D I A :

Web Banners Because of the broad appeal of Sterling Ranch, Colorado, marketing efforts will also focus on targeted interest groups, or “affinity” groups, that align with the many amenities of the community.

Animated GIF

ETT S D N E TR

THE N

THE

BEING F O E AT U R

ER

Discover...

Y MUNIT M O C NGS I H T A NEW G IN

AM DOING

AZ

At the Leading Edge of Nature in Southwest Denver

Sterling Ranch | Providence Village Marketing Plan | 23

Public Relations

24 | Sterling Ranch | Providence Village Marketing Plan

P U B L I C R E L AT I O N S :

OBJECTIVE To foster open communications and share best practices with our approved builders in a way that encourages our builder partners to use positive and consistent messages regarding Sterling Ranch, Colorado, throughout the lifecycle of the project. Furthermore, to instill the notion within our builder partners that they are part of the Sterling Ranch community.

TARGET AUDIENCE

• Ryland Homes

• Village Homes

• Meritage Homes

• Infinity Homes

• Other builders when added

In person and written communications should include (when appropriate) owners, managers, field project managers, public relations staff (or consultants) and marketing teams.

COMMUNICATION TOOLS/TACTICS In person meetings: to update builders on status of the project, compare notes on issues and challenges that need to be addressed, etc. Also, frequent meetings to coordinate Sterling Ranch and builder news releases to media about subjects like: announcement of builders, ground breaking events, erection of the Visitor Center, announcement of builder home models and amenities, etc.

Power point presentation: an overview of Sterling Ranch, Colorado Key Messages Manual: A shorter version of our in-house Key Messages manual, but one that furthers understanding of our mission, language, major issues, etc. and helps builders guide messages about Sterling Ranch to their target audiences.

Electronic newsletters: providing updates on progress, news, awards, community outreach efforts, environmental, transportation, technology issues, county issues, etc.

Web/Social Media: Encourage coordination and consistency of messages across social media platforms and encourage co-op linkage when appropriate.

Fact Sheet: A basic 1-2 page document detailing the essential information about Sterling Ranch.

Electronic Logos and Photos: provides builders with approved logos and photos to use in their public relations/marketing materials.

Media Coverage Updates: provide builders with periodic updates about news media coverage related to Sterling Ranch in general, and when builder partners are mentioned.

Invitations: when appropriate include builder partners in major events held at Sterling Ranch.

Certificates and Awards: when appropriate honor select builders with special certificates or awards for outstanding work at Sterling Ranch. Promote the award when appropriate.

Sterling Ranch | Providence Village Marketing Plan | 25

P U B L I C R E L AT I O N S :

Opinion Surveys: periodically gather information from partner builders about communication effectiveness, perceptions of Sterling Ranch, listen to what they are hearing in the community and from the general public.

TIMELINES This will need to be developed with the Sterling Ranch Team and can follow a schedule as outlined below—understanding that timing and major milestones may change:

DATE In a news release, announce builder partners to news media and general public. Ideally, we can accompany the announcement with a group photo of the builder leadership on site at Sterling Ranch perhaps jointly putting up a major sign with the Sterling Ranch logo prominent.

DATE Host an introductory meeting at Sterling Ranch with all builder partners. Offer a Power Point presentation as an overview of Sterling Ranch and communicate why this is a special place.

DATE Create a database of key builder contacts DATE Schedule periodic distribution of information, e-newsletters, messages, etc. May also include monthly personal meetings with builders’ PR and marketing teams to keep everyone updated on progress.

DATE Announce construction timetable beginning with infrastructure work and host a special event when home building construction commences.

DATE Catalog and promote building progress with on-going photography and video stories posted to the Sterling Ranch website and social media platform.

DATE Announce construction and opening of the Visitor Center – warrants its own special strategy and promotional tactics – but ensure that builders are included

26 | Sterling Ranch | Providence Village Marketing Plan

Experiential Marketing

Sterling Ranch | Providence Village Marketing Plan | 27

EX P ER I E N TI A L M A R K E T I N G :

Location Opportunities Experiential marketing is a new and dynamic strategy in marketing that focuses primarily on helping prospects experience a brand. While traditional advertising (radio, print, television) verbally and visually communicates the brand and product benefits, experiential marketing engages the prospect in a compelling experience.

POTENTIAL CORPORATE/STRATEGIC PARTNERS LOCATIONS: • Denver Botanic Gardens (Primary: Chatfield Gardens; Secondary: York Street Gardens) • Lockheed Martin Campus • Centura Health Corporate Offices • Ken Caryl Medical Offices * Add’l opportunities will be selected

POTENTIAL RETAIL LOCATIONS: • Park Meadows Mall • Aspen Grove Retail • Southwest Plaza • DIA Displays * Add’l opportunities will be selected

28 | Sterling Ranch | Providence Village Marketing Plan

EX P ER I E N TI A L M A R K E T I N G :

Location Opportunities Local area corporate settings as well as strategic partner settings will be utilized to create awareness and effective positioning while engaging prospects.

Sterling Ranch | Providence Village Marketing Plan | 29

EX P ER I E N TI A L M A R K E T I N G :

Retail Setting Local area retail settings will be utilized to create awareness and effective positioning while engaging the prospect.

3-sided Display

30 | Sterling Ranch | Providence Village Marketing Plan

EX P ER I E N TI A L M A R K E T I N G :

Retail Setting A variety of display formats will be used to ensure all appropriate opportunities are utilized.

Sterling Ranch | Providence Village Marketing Plan | 31

Marketing Signage

32 | Sterling Ranch | Providence Village Marketing Plan

MA R K E T I N G S I G N A G E :

Community Billboard Opportunities for local area signage will be maximized to capture the significant market segments that currently live and commute in proximity to the community.

BEING T H E N AT U R E O F

R E T T E S D N E THE TR

ch.com terlingRan S e iv L • n oo s Coming S New Home

12’ x 8’ Sign

Sterling Ranch | Providence Village Marketing Plan | 33

MA R K E T I N G S I G N A G E :

Community Billboard On and off-site marketing signage will allow changes for timely and relevant information.

VISITOR CENTER

BEING T H E N AT U R E O F

R E T T E S D N E THE TR

ch.com terlingRan S e iv L • n oo s Coming S New Home

12’ x 8’ Sign

34 | Sterling Ranch | Providence Village Marketing Plan

MA R K E T I N G S I G N A G E :

Directional DIRECTIONAL SIGN – OPTION 3

Participating builders will benefit from well-designed wayfinding signage.

SMITH HOMES JONES HOMES COLORADO HOMES WILLIAMS HOMES JOHNSON HOMES MOUNTAIN HOME COLLECTION

4’ x 6’ Sign

Sterling Ranch | Providence Village Marketing Plan | 35

MA R K E T I N G S I G N A G E :

Builder Identification OPTION 1

Participating builders will be showcased and presented on-site.

SMITH HOMES

SMITH HOMES

From the $350s 1,700 to 2,300 sq. ft.

2-4 Bedrooms 303.000.000

From the $350s 1,700 to 2,300 sq. ft.

2-4 Bedrooms 303.000.000

4’ x 6’ Sign

36 | Sterling Ranch | Providence Village Marketing Plan

MA R K E T I N G S I G N A G E :

Coming Soon Amenity Signage Given the dynamics of a growing community, “Coming Soon� signage will offer the prospect the ability to envision the significant future of Sterling Ranch. Unique, 3-dimensional icons will showcase specific amenities soon to arrive at Sterling Ranch.

Sterling Ranch | Providence Village Marketing Plan | 37

Marketing Materials

38 | Sterling Ranch | Providence Village Marketing Plan

MA R K E T I N G M AT E R I A L S :

Community Collateral While other master-planned communities offer a “community brochure�, Sterling Ranch will be unique in its publishing of an ongoing lifestyle magazine that allows for timely, relevant and complete information for home buying prospects at Sterling Ranch. This strategy avoids the dissemination of dated community information, and immediately sets Sterling Ranch apart.

As shown below, feature articles will focus on a variety of lifestyle topics, areas of interest and the remarkable story of Sterling Ranch.

Sterling Ranch | Providence Village Marketing Plan | 39

MA R K E T I N G M AT E R I A L S :

Community Collateral The inaugural issue will focus on Providence Village, the participating builders and the innovative dynamics of Sterling Ranch.

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40 | Sterling Ranch | Providence Village Marketing Plan

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K-8 School

Model Complex

Civic Center

Rec Center

THE NATURE OF WATER Providence Lake & Park

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Paramount Center

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Sterling Ranch | Providence Village Marketing Plan | 41

MA R K E T I N G M AT E R I A L S :

Community Collateral – Engaging Pullouts

42 | Sterling Ranch | Providence Village Marketing Plan

MA R K E T I N G M AT E R I A L S :

Events – Strategy The following strategy utilizes best practices regarding cultivation strategies. Events will be highly targeted, highly relevant and ongoing.

ENGAGEMENT AND CULTIVATION EVENTS WILL FOCUS ON: • Developing a robust calendar of private and general public events • Communicating to highly targeted audiences aligned with event subject/theme • Scale of event that allows for appropriate cultivation/database development • Maximizing integration of strategic partners • Ongoing and consistent database development • Integrating public relations/social media strategies • Event Dossiers will be developed for each event including:

– Event Overview

– Invitation – Print

– Event Contacts

– Strategic Event Partner(s)

– Invitation – Electronic

– Budget

– Proposed Theme

– Space Plan/Logistics

– Post-event Assessment

– Invitee Database Assets

– Schedule/Touchpoints

Sterling Ranch | Providence Village Marketing Plan | 43

Visitor Center

44 | Sterling Ranch | Providence Village Marketing Plan

V I S I TO R C E N T E R :

Strategy Situation: To fully support builder sales prior to the opening of the Civic Center, there exists a need for a compelling and engaging visitor/prospect experience that showcases the remarkable nature of Sterling Ranch.

Opportunity: Create a “semi-permanent� Visitor Center that captures prospects attention, reinforces the Sterling Ranch brand, creates a venue for events, and delivers a comprehensive story of the lifestyle as a future resident of Sterling Ranch.

Sterling Ranch | Providence Village Marketing Plan | 45

V I S I TO R C E N T E R :

Concept

Upon arrival, prospects will be offered a compelling and interactive experience that showcases community features and participating builders. Digital screens will provide 24/7 messaging for anyone passing by.

VISITOR CENTER Inside: The Nature of Your Next Home

The Visitor Center signage will message “Inside: The Nature of Your Next Home� to communicate the natural amenities of the community as well as the remarkable new homes being offered at Sterling Ranch.

46 | Sterling Ranch | Providence Village Marketing Plan

As a compliment to the participating builders sales experience, the visitor center will reinforce the concept that the lifestyle at Sterling Ranch is without comparison.

V I S I TO R C E N T E R :

Concept Striking in its simplicity and perfectly suited to facilitate community cultivation events.

Sterling Ranch | Providence Village Marketing Plan | 47

V I S I TO R C E N T E R :

Concept An outdoor, rain harvesting experience will be developed to showcase the community’s commitment to stewardship of the land.

48 | Sterling Ranch | Providence Village Marketing Plan

STEWARD

Sterling Ranch | Providence Village Marketing Plan | 49

S T EWA R D :

STEWARD represents an opportunity to distinguish, elevate and capture the attention of the marketplace. While other communities talk about sustainability, energy saving, and the benefit of innovative technologies in the home… Sterling Ranch in conjunction with Siemens, is leading the way in sustainable solutions for every home in an interconnected community.

THE NATURE OF HOME

DEFINITION: Steward – to manage or look after, to serve as a personal assistant.

Stewardship – to look after property.

Well beyond another “home automation system” and beyond another technology that only complicates our lives, STEWARD is your personal assistant to manage the nature of your home.

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S T EWA R D :

STEWARD will be presented to the marketplace as a friendly, user-centric innovative technology that appeals to every age, every interest and every level of technology sophistication. While proprietary and state-of-the-art, STEWARD will be positioned as, “it’s nice to have STEWARD around the house.”

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Database Development, Tracking/Monitoring & Refinement

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DATA BA S E D E V E L O P M E N T, T R A C K I NG/M ONI TORING & REFINEM ENT:

DATABASE DEVELOPMENT

TRACKING/MONITORING

REFINEMENT

First touchpoints/venue for data capture:

Prospect profiles are created based on provided email address (and/or fingerprint).

Analytical reports showing number of interactions per instance (event, website, date-to-date). Was a specific marketing initiative successful?

• Website via e-newsletter sign-ups • Experiential Marketing sites via sign-up • Introductory events pre and post sign-up • QR code on select print advertisements Data to capture: • Name

Touchpoint instances are grouped by profile/email to see timeline of interaction.

Profiles and instances are cleaned via data triangulation: matching name with email with physical address (and/ or fingerprint) to ensure each interaction is tagged to the appropriate profile.

• Email • Physical address (street, city/state and zip) • Mobile phone number • Fingerprint in certain instances

Tracking Traffic: •W ebsite: KPIs (total traffic, pageviews, behavior); • Search: Organic, Direct and Paid (page visits, time on site, devices, venue, etc); • Banner Ads: DSP/ Retargeting (page visits, bounce rates, a/b tests, etc); • On-Site: Number of Visitors (venue, new vs. returning, CPM, visitor sign-up) • App Analytics (geotargeting, behavior, feedback)

Reports on profile interaction drop-offs. Where have profiles interacted the most, what is most consistent interaction, and where are the gaps?

Matching initial market/ prospect research against captured market/prospect data. Are we hitting the right audience(s) and do we need to refine audience segmentation and respective messaging?

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Providence Village – Sterling Ranch Colorado Marketing Plan

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P R OV I D E N C E V I L L A G E – S T E R L I N G RA NC H C OLORA DO M A RKETING P LA N:

Phase Overview The following three phases represent sequential marketing requirements that align with

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community development.

Pre-condition, Awareness, Position, Engagement

Awareness, Position, Engagement, Cultivation

Awareness, Position, Engagement, Cultivation

uP rior to vertical construction of model homes

uV ertical construction underway (builder presence)

u Model homes complete

uP rior to completion of visitor/prospect on-site experience

uV isitor/prospect experience (entry – sequence/temporary information center)

Deployment responsibilities: 1. Public Relations 2. Phase One internet presence with inquiry capture, link to builders and segment tracking capabilities 3. Realtor Relations 4. Select on-site marketing signage 5. Select marketing and advertising opportunities 6. Initiate Builder Relations Program 7. Initiate Social Media presence

uS eries of “Grand Opening events” scheduled and deployed uV isitor/prospect experience refined (entry-sequence/expanded temporary information center)

Deployment responsibilities: 1. Expand Public Relations

Deployment responsibilities:

2. Phase One internet presence with inquiry capture, link to builders and segment tracking capabilities. Add functionality/ content/experience

1. Continually expand Public Relations

3. Realtor Relations – On-going communications 4. On-site marketing signage expanded 5. Expand traditional marketing/ advertising opportunities 6. Manage/expand Builder Relations Program

2. Phase Three internet presence with inquiry capture, link to builders and segment tracking capabilities.

Add functionality/content/experience.

Promote calendar of events.

3. Realtor Relations: On-going communications 4. On-site marketing signage expanded/ updated

7. Deploy experiential marketing

5. Continue traditional marketing/ advertising opportunities

8. Deploy/manage Prospect/Realtor communications

6. Manage/expand Builder Relations Program

9. Community collateral complete

7. Expand experiential marketing

10. T emporary Information Center complete

8. Expand/manage Prospect/Realtor communications

11. Builder signage standards deployed

9. Community collateral revised as necessary

12. C ultivation events – schedule finalized/ deployed 13. E xpand and deploy Social Media and Internet marketing and advertising

10. Temporary Information Center refined 11. Builder signage standards deployed/ monitored 12. “Grand Opening events” – schedule finalized/deployed 13. Expand and refine Social Media and Internet marketing and advertising

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PR OVI D EN C E V I LL A G E – S T E R L I N G R A N C H C OLORA DO M A RKETI NG P LA N:

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303.2 02 .680 0 Š2015 Sterling Ranch Development Company All pricing, product specifications, amenities and landscaping is subject to change without prior notice.